Leeford Healthcare has appointed Bollywood actor Tiger Shroff as the brand ambassador for its Orthopedic & Mobility Aids division and launched a nationwide awareness initiative titled Fit Raho Hit Raho, aimed at reshaping how Indians view orthopedic and mobility supports.
The campaign seeks to move these products beyond their traditional association with post-surgical recovery and position them as preventive, lifestyle-focused tools for maintaining posture, joint health and long-term mobility.
Campaign targets delayed care and reactive behaviour
According to the company, growing awareness around posture correction, mobility and joint care across age groups has not yet translated into timely adoption of orthopedic support solutions. Many individuals continue to seek help only after discomfort worsens.
The initiative urges people to begin using orthopedic aids at the earliest signs of strain, during periods of intense physical activity, or as part of structured rehabilitation. The objective is to manage stress on the body early, delay deterioration, sustain mobility and complement post-operative recovery when required.
Nationwide rollout across healthcare and community platforms
The Fit Raho Hit Raho campaign will be executed through multiple channels, including digital films, in-store activations, clinician collaborations, workplace ergonomic programmes, rural orthopedic screening camps, physiotherapy training modules and targeted public awareness drives.
Tiger Shroff on early intervention and body protection
Expressing his views on the association, Tiger Shroff said,
“I am glad to be associated with Leeford Healthcare Limited for a campaign that encourages people to take their joint and posture health seriously. Many of us wait for discomfort to worsen before seeking support, when early action can make a significant difference. Orthopedic and mobility aids are not only for post-surgery use, but they can help manage strain, stabilise the body, and prevent escalation when the first signs of stress appear. I believe that anyone active, whether in daily life or in fitness, should understand the importance of protecting their body and recovering correctly, and I am happy to contribute to creating that awareness.”
The company said Shroff’s association reflects the campaign’s focus on discipline, injury prevention and mindful recovery, qualities closely linked to modern fitness and wellness routines.
Leeford aims to normalise orthopedic aids in daily life
Neha Gupta, director, Leeford Healthcare, said the campaign is designed to change how people approach movement-related health issues.
“Across India, people are becoming more conscious about movement, posture and long-term joint health, yet most interventions happen only when discomfort has progressed significantly. With ‘Fit Raho Hit Raho’, we aim to shift this mindset from reactive to proactive care. This campaign brings a relatable and medically informed narrative to daily movement and the steps required to support the body before issues escalate. Tiger Shroff’s disciplined approach to wellness aligns seamlessly with this vision. Our goal is to make orthopedic supports a natural part of daily routines, helping people stay active, confident and injury-free,” she said.
Focus on medical credibility and accessibility
The campaign has been conceptualised by Schbang Mumbai, with production handled by Hogarth. It presents orthopedic and mobility aids as accessible, daily-use solutions that support comfort, mobility and long-term physical resilience.
Sidhant Gupta, director, Leeford Healthcare, said the company’s product strategy centres on clinical validation and preventive usage.
“Our differentiation lies in being both medically credible and accessible. Each product is designed in consultation with clinicians and physiotherapists to complement prescribed therapy and empower individuals to use them proactively—whether it is a student avoiding spinal strain, an office worker managing posture, or an athlete protecting joints. By integrating these supports into conservative care pathways, we are enabling people to sustain movement, prevent injuries, and recover more effectively,” he said.
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